Keeping up with a fast-moving news cycle

LBC is a leading radio station in the UK, covering trending issues from different points of view of their two key presenters, Nigel Farage and James O’Brien. They produce content throughout the day related to current events that is relevant for only a short time. LBC was finding it difficult to manually amplify popular organic posts while they were still relevant, across both Twitter and Facebook. Additionally, they wanted to increase quality of views not just quantity and ultimately increase average watch time.

Reactive amplification

PHD Media implemented Marin Social’s Message Booster for automated amplification. Message Booster analyzed the performance of organic posts and determined which ones to amplify based on configurable rules. The system then created and launched Link Click and Video ads based on the popular posts to predefined audiences instantaneously upon being posted organically. Completing these tasks manually would’ve required 24/7 monitoring.

”Marin’s Message Booster has helped us to exceed all benchmarks on Facebook. Cost per click with Link Ads has decreased, VTR% and CTR% has increased. The average watch time on our video content has increased significantly as well, which was great to see.”

– David Nowak / Social Media Executive, PHD

Results

Message Booster saved PHD Media at least two hours per day of manual work and achieved the primary objective of increased impressions within the UK. LBC also saw a significant decrease in cost per click of Link Ads and a significant increase in View-Through rate as well as average watch time.

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